The RFP: Finding Great Research Partners

(part of Chapter 6: RFIs and RFPs)

In many cases, skipping an RFI and going straight to an RFP is an appropriate choice. If you’ve already narrowed your choices to a manageable number of potential research partners (no more than 5), it’s time to issue an RFP.

A well-written RFP will result in proposals that will help you choose the best research partner for your needs. Read on to learn about the elements of a successful RFP.

About RFPs

RFPs range widely in terms of their level of sophistication and complexity. If your need is for a simple project, do yourself a favor: keep your RFP simple. It will save you a lot of time when the proposals come back and you actually have to read them.

At minimum, an MR RFP states parameters and requests responses to the basic questions:

• Statement of objectives


• Target population (B2B, B2C)


• Perhaps with quotas within each sub-target


• Statement of geographic scope


• Sample source: Are you providing it, or is the agency?


• Statement of preference for qualitative or quantitative methodologies, if any


• Deliverables required at project conclusion


• Timeline requirements


• Qualifications required

Below is an example of a simple RFP. The level of brevity in this example is perfectly fine for many projects. Note that the RFP also states when and how to respond. It may seem trivial, but it’s important to state that clearly; you don’t want agencies making their own assumptions about deadlines or formats.

Request for Proposal: Specialty Foods Study

• RFP Reponses: Please send responses in electronic format to [email protected] no later than November 15, 2010. Only complete responses will be considered.


• Objectives: Our goal is to identify customer groups that would be most likely to try a new food bar product with specific flavor characteristics. To do this, we want to measure satisfaction with, and purchase behaviors for, the food bar sector. Which food bars are best liked? Which are liked primarily because of their flavor? Are people loyal to their preferred bars, or are they strongly influenced by price promotions? Are certain flavor and ingredient combinations likely to entice them to try a new bar?


• Hypotheses: We believe that brand switching potential varies notably by gender, income, and urban vs. suburban households. We think that interest in specific new flavor and ingredient combinations will vary by gender, age, and activity profiles.


• Geographic Scope: This is a U.S. study, although we would like an option to conduct a follow-up phase in Canada.


• Sample Source: To be provided by the agency.


• Population: We are interested in conducting this research with adults who are physically active (engage in exercise at least three times per week), between the ages of 21 and 65. We want a mix of runners, bikers, rock climbers, skiers, and triathletes.


• Methodology: We are open to agency recommendations for methodology, but we have a slight preference for quantitative research because we want some hard numbers as input to our marketing plan.


• Deliverables Required: Upon completion, we will want a brief report in Keynote, a complete set of data tables, and an on-site presentation.


• Qualifications: Please describe your experience in the specialty foods business that may be relevant. Include the biographies of proposed project staff.


• Fee: Please state your fee as a total fee, and with an option for tables only (no slide deck). Also provide a separate option for adding Canada as a Phase 2.


• Timeline: Please state your proposed timeline by stage (definition/kickoff, design, data collection, analysis/reporting).

This is an excerpt from the book, "How to Hire & Manage Market Research Agencies," which is available on Amazon. Published by Research Rockstar LLC. Copyright © by Kathryn Korostoff. All rights reserved.